SEO

Search engine optimization

SEO is our passion. We were there at the beginning and were part of the “Wild West” – a time during which there was nothing simpler than ranking well on Google.

If you knew how.

Today you still have to know how, but implementing and achieving goals has become much, much more complicated.

We invest 15% of our working time in training so that we don’t miss any developments and have the time to test new theories and always stay up-to-date.

Daniel Marx

Partner & Head of SEO

.kloos

Keyword research

We research a variety of search terms. We start with the client’s requirements and in-house brainstorming, then detailed research of the competition, research on social media platforms and on other resources connected to the topic. We analyze search volumes – how often these terms are searched in certain regions and how difficult it is to rank for these terms. We scrutinize the competition and analyze their content, backlink profile and the strength of their brand.

Relevance is of paramount importance. We focus on the keywords that express the intention of the searcher or an interest in your product most exactly.

Which questions do you have the best answer for?

Which problems can you solve?

What needs do you fulfill?

We develop a keyword strategy from this and identify which pages of your website can be optimized for which search terms. This strategy is the basis for all the measures that follow.

Target audience definition

We research your target audience. Whether you are addressing a large crowd, are operating in a small niche or are a pure B2B company – your potential customers are exactly the people that we want to reach. The better we know your target audience, the more directly we can cater to them. Communication becomes personal.

We analyze your target audience’s use of language and habits.

What vocabulary do they use?

What needs do they have?

What are their interests outside of the public sphere?

Who are the influencers they follow?

We often create personas for this purpose: people who might typically be interested in your product or service.

This research doesn’t just result in more relevant search terms that we can incorporate into our strategy, it’s also the basis for the content strategy. We create content that speaks to exactly the people you want to communicate with.

On-Page SEO

On-page SEO means everything that happens on the website itself.

The optimization of all the relevant on-page aspects of a website is a pre-requisite for success and good rankings. Here, small programming errors could have a catastrophic effect on the overall result.

We take a variety of factors into account and optimize your website to be judged by search engines as relevant and valuable for your target audience.

Technology

Good technology and good usability go hand in hand. A website must be solidly programmed and load quickly. The content must be semantically edited using the right markup. The server must run perfectly, send the right answer codes and be “clean” (there shouldn’t be any “bad” websites on it that could be connected to yours). Any redirects should function correctly.

We optimize all the relevant aspects, from meta-tags, schema.org markup to navigation and information architecture. We take server settings, Google crawl stats and the index status of your website into account. Google conserves its resources very carefully. We help Google to crawl, index, understand and evaluate your website correctly.

Technical optimization might cover only a small amount of the factors that go into ranking, but this part is incredibly important.

On-page optimization must be planned and implemented perfectly.

Content

We all know the saying: “content is king”. But not everyone takes the right lessons away from this.

Search engines prefer content they think the users will be happy with. With text, it’s not just a question of uniqueness, length and the appearance of the most important keywords, it’s primarily about the readers.

Good text has the right complexity for your target audience, is grammatically correct, uses synonyms and covers topics associated with the main topic. Good text is enriched with other content, whether pictures, infographics or videos.

And good content is read, liked, shared and discussed.

We offer everything: from the creation of optimized text for your website or guest contributions, to link building, to training your copywriters. We support you in selecting themes and finding phrasing that is suitable for both, the target audience and the search engines.

Off-Page SEO

Off-page SEO is everything that happens off the website. To put it in simple terms, it works like this: if a link on another website points to yours, Google sees this as a vote. Whoever gets the most votes wins the election and ranks as number 1.

However, Google doesn’t function democratically and not every vote is equal. There are some votes that don’t count at all, or worse, damage your website.

A good link building strategy and consistent implementation are the most important factors for long-term success.

Linkbuilding

There are a variety of off-page factors that Google takes into account. No one knows exactly what they are, but experience shows that it’s a matter of the number of links and linking domains, authority and topical relevance of these domains, anchor text, references without links, social signals, deep links and much more.

We develop link building strategies in which we focus on communication with your target audience and the people or media who influence your target audience. Good links aren’t bought, added or bartered. Good links are earned.

The great challenge is finding the right strategy to transform your website into a magnet for links. Everything has to interact: content creation, marketing, PR, analysis and creativity.

Getting good links can involve a lot of effort, but in the long-term, it’s the only way to stand out from the competition.

Branding

Off-page SEO means much more than just link building. Google also takes a lot of other factors into account that happen off your website.

A factor that is becoming more and more important is brand authority.

Have you made a name for yourself in your market?

How strong is this name and what does it stand for?

Is your brand associated with a product?

Simply put: Google prefers brands. A look at the search results page can confirm this: often, the most important brand for a product ranks in first place, followed by Wikipedia in second place. After that there’s news, other competitors, retail partners, information sites, blogs, forums, review websites, etc.

Not everyone can become Coca Cola or Nike. But a lot of businesses can stand out from the competition in their niche by making a name for themselves in media, on blogs and on social media. And by making sure that this name is always associated with the most important keywords.

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